Analysis of environmental factors in the purchase decision of organic products in the Ecuadorian consumer
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Abstract
The objective of this research is to analyze whether environmental factors influence the purchase decision of organic products of the Ecuadorian consumer using the theory of planned behavior. The methodology for the study of environmental factors in the purchase decision of the Ecuadorian consumer is through a non-probabilistic sample, applied to 391 people, which has been developed with the snowball method using a model of Structured survey with the Likert scale, with the help of the structural equation model, where key information is collected about the influence of environmental factors in the purchase of organic products by the consumer in Ecuador. The results confirmed the acceptance of the hypotheses raised in the research, showing that environmental factors positively influence the decision to purchase organic products. In addition, the variable of purchase intention and knowledge of the organic product are strong indicators for the inclination in the decision to purchase organic products. From this information, important data can be obtained as a basis for future research.
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Michelle Belen Guanaquiza-Leiva, Universidad Técnica de Machala - Ecuador
My name is Michelle Belen Guanaquiza Leiva, I am 22 years old, I am a Marketing student at the Technical University of Machala and I am currently in the eighth semester. Within the research field I have developed two scientific article publications with the topics; "Influence of strategic marketing in associative internationalization" and "Pre-professional practices and their level of performance in Marketing students", I have also carried out various research projects at an academic level.
Dayana Estefanía Espinoza-Saraguro, Universidad Técnica de Machala - Ecuador
My name is Dayana Estefanía Espinoza Saraguro, I am a Marketing student at the Technical University of Machala, I am currently in the eighth semester. My experience with the preparation of scientific articles has been favorable due to the different knowledge acquired during the investigation, as well as the benefit of being able to share the results of the investigation with other people in a clear and concise manner, highlighting the importance of the topic.
Lorenzo Bonisoli, Universidad Técnica de Machala - Ecuador
0000-0003-3336-5658
Professor at the Technical University of Machala since 2013, Doctor of Philosophy (Università Cattolica di Milano - Italy) in 2002, Master of Business Administration (Cranfield University - UK) in 2011 and Doctorate in Economic Sciences (University of Almería - Spain) in 2020. Research areas: Sustainability, Microeconomics, Sustainable Agriculture and Development, Strategic Marketing, Sustainable Marketing.
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